Daniel & Friends / Services / Media planning & buying
Media planning & buying
You have a media budget and five proposals on the table. Now you need a plan that reaches your customers for the least money.
Media planning and buying means spreading your budget across channels so the brand reaches the right audience at the lowest cost. We split the budget into three kinds of spend with different jobs: fixed (the entry ticket to a market), performance (a share of current demand) and brand (a place in the customer's mind). When one team plans the campaign instead of five vendors, the overlaps disappear and the money you save shows up as reach.
When to call us
You're launching on TV, radio or out-of-home and don't want to overpay.
You buy media from five vendors and your reach overlaps.
You want to see what the media actually delivered against what they promised.
What we'll do for you
- Media strategy and plan built on business goals: reach, frequency and mix
- Budget split deliberately into fixed, performance and brand spend
- Buying across media (TV, radio, OOH, print, online, programmatic and RTB, affiliate) with the major broadcasters, publishers and platforms in each market
- Negotiation backed by 15 years of media relationships and know-how from Publicis and WPP
- Cross-channel measurement of reach and frequency
- Post-buy analysis: what the media actually delivered against what they promised
How it works
The work runs in three steps: media strategy, buying, optimisation.
- Media strategy: reach, frequency, mix.
- Buying: negotiated rates and placements.
- Optimisation: ongoing, by the data.
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Result: The same reach for less money, or more reach for the same.
What you get out of it
- One plan with no overlap between vendors
- Negotiated rates you can see in your media investment
- A post-buy report that shows what you actually got
- A budget split by what each kind of spend is meant to deliver
What it costs
We bill planning and buying by campaign scope. An offline mix (TV, OOH, radio) typically makes sense from tens of thousands of euros a month; below that we recommend a purely digital mix. Our senior team's blended rate is $90/h.
The Daniel & Friends team has delivered over 750 projects in 15+ countries and helped clients generate over $19M in revenue.
Frequently asked questions
What budget justifies offline media?
An offline mix (TV, OOH, radio) typically starts making sense from tens of thousands of euros a month. Below that we'll recommend a purely digital mix, and say so plainly.
Why an independent agency over a media house?
We hold no volume deals with publishers, so the plan follows your data alone. And you get to see the whole post-buy.
Do you handle regional campaigns?
Yes, we plan everything from local campaigns to the whole of Central Europe. The team has experience across more than fifteen countries.
What do media planning and buying cost?
We bill planning and buying by campaign scope. An offline mix (TV, OOH, radio) typically makes sense from tens of thousands of euros a month; below that we recommend a purely digital mix. Our senior team's blended rate is $90/h.
Further reading: The Czech media landscape: who is who and whom each medium reaches →